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Frontiers in Digital Marketing
Undergraduate | SWI-MKT20032 | 2021
Previously SWI-MKT20023
Course information for 2021 intake
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Prior study needed
- Duration
- 13 weeks
HECS-HELP and FEE-HELP available
Frontiers in Digital Marketing
About this subject
Students who successfully complete this subject will be able to:
- Apply digital marketing fundamentals and frameworks for planning, implementing and measuring the effectiveness of the digital marketing campaign.
- Apply knowledge of digital marketing concepts to design a digital marketing campaign to support other areas of marketing such as distribution channels and branding.
- Develop a coherent, innovative digital marketing campaign using various tools to optimise organisational outcomes.
- Demonstrate an ability to integrate digital marketing with the traditional marketing plan.
- Communicate proficiently with a wide variety of audiences and work effectively in teams.
- Digital marketing fundamentals: targeting, personalisation and optimisation
- Digital marketing framework: reach, connect and engage
- Digital tools: mobile/email/video marketing, digital platforms and search engine optimisation
- Digital marketing strategy and its integration with the traditional marketing strategy
- Ecosystems: customer networks
- Organisational outcomes: customer experience, customer relationships and customer life-time values
- Campaign planning, implementing and measuring the impact of digital marketing campaign
This subject aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimise outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention). The subject covers the core elements and tools of digital marketing such as mobile/email/video marketing, digital platforms and search engine optimisation, and explores how to leverage digital technologies into areas such as distribution channels, pricing and customer services. The focus then turns to planning, implementing and measuring the impact of digital campaigns.
- Digital marketing plan - Individual (30-40%)
- Digital marketing campaign evaluation - Group (20-40%)
- Portfolio - Individual (30-40%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Prior study
You must have successfully completed the following subject(s) before starting this subject:
one of
Equivalent subjects
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
SWI-MKT20023 (Not currently available)
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
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